LAS VEGAS — Remember the superwide-leg JNCO jeans from a couple of decades ago? They’re back.
With financial backing from China’s Guotai Litian, a division of Jiangsu Guotai International Group, one of the largest import-export enterprise groups in Jiangsu province, the brand made its comeback during the Liberty Fairs show here this week.
The relaunch is being spearheaded by Andrew Jacovou, recently named president and chief executive officer of Los Angeles-based Guotai Litian USA, who had previously served as head of Andrew J. Consulting Ltd., a strategic advisory firm that has worked with Target, Kellwood, Ralph Lauren and Macy’s.
Steven Sternberg, managing director of sales and marketing for Guotai Litian USA, who worked for JNCO in the Nineties, said the fall offering centers around three distinct groups: a core collection, a fashion collection and a heritage group. The core collection features traditional styles including a knit jean with a slouchy fit; the fashion group has joggers with zip bottoms and a drawstring waist, and the heritage collection offers leg openings of 20 inches and 23 inches, with high waists. All of the product will feature JNCO’s crown logo.
The line is targeted to 18- to-35-year-olds and also includes an assortment of T-shirts and other casual tops. There will also be some nondenim bottoms such as cargo pants.
Jacovou said he believes JNCO “will appeal to trendsetting men and women who wore the brand in the Nineties, as well as a new generation of consumers who will be introduced to the brand’s fashion-forward sensibilities for the first time.”
The JNCO brand, which stands for Journey of the Chosen Ones, was established in 1985 in Los Angeles.
Guotai Litian has more than 10,000 employees and exported $3.69 billion in products last year, over 25 percent of which was to North America.